Win with Webhooks: Engage Customers Through Automated, Multi-Channel Communication

Think of a composable webhook as a messenger that sends information from one system to another without the need for manual intervention. You can customise it according to your needs to allow for automation across platforms. 

A bulk communication platform with a composable webhook feature, like Everlytic, enables secure and systematic connection between the platform and external systems, such as Customer Relationship Management (CRM) software. This means you can link any system with your communication platform across all channels, communication triggers, and automation solutions.

Your automation capabilities will be enhanced, as you can connect with multiple communication channels. These include Instagram Direct Messenger, Mobile App Push Notifications, WhatsApp, Facebook Messenger, Google Business Chat, and Telegram.  

Using a composable webhook for your bulk communication ensures your messages reach your customers no matter where they interact. This omnichannel communication includes real-time notifications for order confirmations, abandoned carts, and other actions based on specific triggers.  

You can automatically send customer engagement data, such as email opens and link clicks, to your CRM to keep your client profiles updated in real time. You’ll also receive up-to-date insights and predictive analytics by feeding real-time data into your machine learning models or data analysis tools.

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There are numerous benefits to using a bulk communication platform with a composable webhook. While they depend on the platform and how the webhook is configured, here are five advantages that are possible. 

Real-Time Data: One of the key upsides is receiving and being able to act upon real-time data. You can receive notifications as events happen – for example, user interactions like link clicks or email bounces. Based on real-time data from your bulk communication platform, you can trigger automated workflows in your external systems.  

Event Filtering: You can reduce unnecessary data by opting to receive notifications for only those events you need to know about. You can also tailor your workflows so that specific actions in the external systems will be triggered based on the events to which you choose to subscribe.  

Error Handling: Any unsuccessful webhook attempts can be automatically retried to ensure delivery, and you can manually retry them too. It’s possible for you to access detailed error logs, so you can diagnose and resolve issues quickly. 

Multi-Channel Automation: Give your customers a cohesive experience by managing communication across multiple channels from one workflow. 

Security Measures: Ensure your communication is encrypted and sensitive data is protected, as compliance with the industry standards for data security and privacy can be guaranteed. There’s also an added layer of security to prevent unverified information.

Sometimes the best way to understand how a feature works is by seeing it in practice. This is why we’ve broken down three use case examples of a bulk communication platform with a composable webhook in action. 

1. Store Selling Perishable Goods 

If a store selling perishable goods – like a bakery – was running a clearance sale via an email campaign, the marketing team would typically send out the email(s) and wait for the campaign to complete before downloading the report. By this time, the stock may be past its sell-by date.  

However, by using a bulk communication platform supported by a composable webhook, the team could access the rich data in real time. This means as a customer showed interest in a particular product, for example, a cupcake, the team could customise a message to inform them about the cupcake and clearance sale. They could even send a link to a landing page with more information and a purchase button.  

This is the advantage of a bulk communication platform with a composable webhook: it provides real-time stats, which you can use to take immediate action. 

2. Policy Update for Customers 

Consider a scenario where a company sends an email announcing a policy update. If they were using a bulk communication platform with a composable webhook and the email bounced or wasn’t opened by a customer after a certain period of time, an SMS could then be sent, perhaps with a link to a landing page showcasing the policy update. 

Perhaps that customer preferred SMS and was able to access the policy document, thereby showing you how you can use a composable webhook to reach customers via their preferred communication channel.

However, if that SMS bounced for the customer too, the company’s internal system would be notified that the contact was not reachable with reference to the policy update document the customer was missing. A contact sync would then be required to update the details.  

Without using the composable webhook, the process to see which emails bounced before taking action would be manual and time-consuming.  

The advantage of using a communication platform equipped with a composable webhook is you can immediately react to customer engagements by automating your systems and adding the meta information in real time to make them operationally efficient.

3. Confirming Attendance for an Event 

An event company that uses a bulk communication platform with a composable webhook could send an invitation email with a link to a landing page that includes a button for recipients to select, “Yes, I will attend”. 

By clicking this button, another communication – perhaps an email or SMS – could be sent to confirm the recipient’s attendance and ask for their dietary requirements.

This data would be accessible straight away, allowing the event manager to act immediately. Without using a composable webhook, the event manager would have to wait until the RSVP period had closed to download the report to access this information. 

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It is possible to reach your customers via their preferred channel without manual intervention. The key is to use a bulk communication platform with a composable webhook. This will give you access to real-time data and enable you to streamline your customer touchpoints. You can send automated and personalised messaging across multiple communication channels, based on specific triggers. This means you can simplify and improve your customer interactions with your business.